ONEcount Social
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Goals
- Implement social tracking into ONEcount
- Tie tracking into existing and planned targeting
Background and strategic fit
Currently we have analytics for banner, web e-mail, forms and transactions. We need an analytics screen for social
Most customers (both publishing and brand) use social advertising, targeting their audiences on other platforms. This gives us a way to target and track those audiences off-site as well as we do on-site.
Assumptions
- Segments are created in the segment manager and pushed out to social network
- Clicks can be tracked by clicking on a URL on a ONEcount tracked site via cookie identification
- Impressions need to be tracked
Requirements
# | Title | User Story | Importance | Notes |
|---|---|---|---|---|
1 | Segment creation | Segment creation needs to be standardized across all platforms | must have |
|
2 | Segment execution | Segments need to be pushed into social automatically | must have | FB,LinkedIn, etc., use hashed e-mails. DV360 and Xandr use linked cookies |
3 | Segment Ananaylics | Need a screen in ONEcount Analytics to show segment analytics; little red man drill-down to the who | must have | segment size (as pushed), impressions measured, clicks. Need to confirm that our numbers match the platform #s, or if there is a big difference, need to pull platform #s via API. |
4 | Segment Name Sync | Need to sync the segment name in ONEcount into the segment automatically | ||
5 | Click tracking | the campaign should have an identifier in the URL (ie., campid=SEGMENTNAME) so that when the user clicks on the banner, that URL is a page in the customer's site with this URL parameter. In our post-processing, we will grab all impressions with this parameter and store/track them under that segment's analytics | ||
6 | View tracking | We need a way to track banner impressions. One idea is to have a unique creative URL for each user (ie;, onecount.net/bannerA/OCID.jpg would be the URL for bannerA for user OCID). The OCID could be OCID, hashed e-mail, or whatever the platform supports. We will use URL rewriting the deliver the banner, and record impressions to onecount.net/bannerA/ocid.jpg as an impression for that user on that ad. I notice though that FB doesn't allow appending a unique identifier for each user to the URL or banner. IN that case, I am wondering if we should use a pixel (ie., onecount.net/bannnera.jpg) but use an IFRAME or JS to try to read the user's cookie when delivering the image. This is done by a lot of sites for reading/setting third-party cookies. |
User interaction and design
Wonder if we could use this in the image tag to read off of the OC domain: https://stackoverflow.com/questions/36318866/reading-a-cookie-from-a-different-domain
Questions
Below is a list of questions to be addressed as a result of this requirements document:
Question | Outcome |
|---|---|
Needs to be tested and validated so that our numbers match the platform numbers | Communicate the decision reached |
Not Doing
- List the features discussed which are out of scope or might be revisited in a later release.